Upstart Pro Air scores instant recognition by hiring brewing heir

DETROIT: Upstart airline Pro Air has snagged a well-recognized name in the Detroit business community to handle marketing and promotional activities in the Motor City.

DETROIT: Upstart airline Pro Air has snagged a well-recognized name in the Detroit business community to handle marketing and promotional activities in the Motor City.

Pierre Stroh, whose family ran Stroh Brewery in Detroit for nearly 150 years before selling its brand to Miller and Pabst earlier this year, is Pro Air's new director of marketing programs, said Eric Steinwinder, VP of marketing and communications. Stroh will focus on sponsorships and promotional opportunities for Pro Air. These may include corporate agreements like the one it currently has with General Motors and DaimlerChrysler.

Those automakers pay Pro Air fixed monthly fees for unlimited Pro Air flights for their employees. Pro Air has been using this unique marketing approach to build its business in Detroit, a city where rival Northwest controls most flights.

According to Steinwinder, Stroh brings 'experience in promotion and branding' from his work at the brewery, where he was a brand executive. While he was hired because of his experience and not just his lineage, Steinwinder admitted the Stroh name should help boost recognition for Pro Air in the Detroit business community.

Based in Seattle, the carrier has only been in business since July 1997 and picked Detroit's City Airport, abandoned by most carriers, as its hub to offer low-cost service. It also flies out of Atlanta, Baltimore, Chicago Midway, Indianapolis, Newark, New York's LaGuardia, Orlando, and Philadelphia. Stroh will also be working on promotional opportunities in those markets.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in